NDLI: Effects of social media usage on country image and purchase intention from social P2P network perspective

Content Provider	Springer Nature Link
Author	Li, Guozhong Park, Eun Mi Park, Seong Taek
Copyright Year	2015
Abstract	Country image has been regarded as the source of competitiveness of a country in the age of globalization. The purpose of this study is to examine what impact does the utilization of social media has on country image, and the relationship between social media usage and the images of a country’s economy, politics, nationality, culture and the country itself; and to examine the impacts of country image on products image and purchase intention. We conducted our analysis in two aspects of social media utilization-usage volume and usage diversity. The comparison of the Korean and Chinese social media users would enrich the insight into the relationship between the various variables developed from a different perspective. In addition, we try to reveal the relationships from a social p2p network perspective that would also provide new insights into the effects between these variables. The results show that, unlike Koreans, Chinese users are significantly related with the social media usage levels. This could be due to various differences that exist between these two countries, such as the state systems, country size, economic development status, culture, etc.
Starting Page	487
Ending Page	497
Page Count	11
File Format	PDF
ISSN	19366442
Journal	Peer-to-Peer Networking and Applications
Volume Number	9
Issue Number	3
e-ISSN	19366450
Language	English
Publisher	Springer US
Publisher Date	2015-07-03
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Social media Country image Cultural image Social p2p network Communications Engineering, Networks Information Systems and Communication Service Computer Communication Networks Signal, Image and Speech Processing
Content Type	Text
Resource Type	Article
Subject	Computer Networks and Communications Software

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